Andrew Baxter CV
VP UX Design, JP Morgan Chase
Feb 2020 to present
Lead UX and visual designer across web and app platforms, playing a key role in launching Chase’s product in the competitive UK market. Developed the visual brand language for the website, influencing all marketing and brand materials. Created a design system for both web and app with detailed documentation for designers and developers. Collaborated with developers to ensure seamless front-end implementation through Storybook, driving continued website growth through marketing campaigns, new product launches, and community-focused initiatives.
Led the UX and visual design for Chase’s UK launch, spearheading the design of the marketing website.
Defined and directed the visual brand language for the marketing website and brand initiatives, shaping all marketing materials.
Drove website growth through marketing campaigns, product launches, and community-focused initiatives.
Contributed to the app’s visual design, delivering an evolved UI aligned with business growth and customer needs, while supporting multiple teams.
Designed onboarding flows, support chat interactions, and resolution features to improve user engagement within the app.
Enhanced the support section’s search UX, increasing self-service capabilities and reducing customer service contacts.
Created a scalable design system with 72+ components and variants, ensuring consistency across platforms.
Collaborated with developers to deliver seamless design-to-code implementation via Storybook, accelerating content creation and product launches.
Produced comprehensive documentation of design system components, ensuring standardisation across platforms.
Introduced innovative cross-team collaboration methods, streamlining efforts across business sectors.
Utilised data-driven insights and testing to optimise user engagement, boosting app downloads and conversions.
Senior UX Web Design Lead,
Amazon Prime Video
Feb 2011 to Feb 2020
As the Design Lead for the web, I developed data-driven solutions focused on customer needs and business requirements, significantly boosting customer conversions, retention, engagement, and satisfaction metrics. I collaborated with an international team of designers and researchers to create coherent, cross-platform design solutions.
Led UX design and launch of Primevideo.com to over 200 countries and territories, in 16+ languages.
Release of first HTML web player supporting DRM in the video industry.
Designed and integrated Prime Video’s X-Ray cross platform feature into the web player.
Integrated channel subscriptions into the information architecture, discovery, and purchase flows for the US, UK, Germany, Canada and more.
Designed and supported the integration of live sport events, including Prime Day concerts, across all locales.
Released a scalable EPG for the web, enabling customers to access linear streaming with channel subscriptions.
Created a comprehensive web design system, establishing the foundation for a unified visual language for all platforms. Documented, communicated, and governed the web design library across the entire UX team, including international partners.
Visual and responsive improvements across every area of the website utilising best-in-practice methodologies to support mobile to large screen
Redesigned product pages to focus on cross-platform coherency, entitlement clarity, IMDb integration, and content models.
Enhanced browse experience by adding video previews to storefronts and product pages, introducing improved content discovery methods, journey refinements, and integrated IMDb search results.
Implemented a new sign-up funnel exclusive to the UK, allowing Prime Video-only signups, resulting in an increase in full Prime membership conversions.
UX Designer, LOVEFiLM
August 2010 - Feb 2011
Focused on ad-driven campaigns and UX enhancements for the LOVEFiLM website, I developed new features to boost user engagement through optimised user interfaces and new functionalities. In 2011, following Amazon's acquisition of LOVEFiLM, I played a key role in smoothly integrating the customer base into Amazon’s platforms, ensuring a seamless transition of user data and harmonising service offerings through a series of strategic, timed pushes.
Designed and launched a new LOVEFiLM website in the UK, Germany, and Sweden, resulting in the highest signup and retention rates in the company's history.
Successfully migrated LOVEFiLM's service and existing customers into Amazon’s ecosystem through a series of timed, incremental transitions over several months.
Implemented a new sign-up funnel that integrated Prime memberships with DVD rentals.
Conceptualised and delivered an intuitive user experience for watchlists and rental lists, significantly increasing conversion rates, making it easier for customers to create, manage, and prioritise their lists. Bolstered with a global notification system for new and expiring content.
Collaborated with the marketing and ad/sales teams to create ad campaigns featuring themed, interactive microsites with rich, story-driven media and interactive games for clients such as Disney, VW, Nestle, Coors, and more.
Lead Studio Designer, Webfactory
2002 - April 2010
Led a small studio specialising in designing, building, and maintaining bespoke websites for local and international clients, including event and PR management teams, high fashion couture labels, asset and finance management firms, property developers, architectural practices, tourism agencies, and government-funded organisations.
Acted as studio design lead, overseeing a team of four designers and developers, ensuring high standards of design and supervising development processes.
Conducted client meetings both in-office and remotely to discuss requirements, outline project specifics, and maintain regular touch points throughout the project lifecycle.
Managed website design and development projects, including brand identity creation, logo design, business cards, brochures, promotional DVDs, website development, and SEO.
Education
City Varsity - School of Media and Creative Arts. Multimedia Design and production, 2000-2002.
Skills
UX Design, Visual Design, Design Systems, Prototyping, Motion, Figma, Sketch, Adobe (Photoshop, Illustrator, InDesign), Blender, HTML and CSS, Jira, Usertesting.com.
